Everyone has a magazine they grew up reading. They remember what it was like to be heard, seen and represented in it. For 56 years, The Advocate has been the publication for LGBTQ+ readers looking for news, politics, the environment, pop culture and sports.
Like all traditional publications, The Advocate is expanding its platform to meet audiences where they are. Advocacy ChannelNow in beta, with an official launch later this month, it will be available 24/7 on a dedicated digital channel and on YouTube.
Desiree Guerrero, editor-in-chief of The Advocate, said the channel will continue to fulfill The Advocate’s mission, while also offering some new content.
“It’s not just LGBTQ+ exclusive content, it’s been a while,” Guerrero told Adweek. “Statistics show younger audiences are more concerned than ever about issues outside their own demographic.”
back to where it all started
The Advocate was born in the civil rights era after police raided the Black Cat Tavern in Los Angeles in January 1967. In response, the Los Angeles-based activist group Individual Rights in Defense and Education (PRIDE) released a newsletter called “The Advocate.”
Richard Mitch, Bill Rau, Aristide Laurent and Sam Winston turn a newsletter into a newspaper and make it Named The Los Angeles Advocate. The first issue debuted in September 1967 at local gay bars for 25 cents. The publication has gone through different owners over time and is today owned and operated by LGBTQ+ media company equalpride.
“The personalized connection between The Advocate and its readers has always existed and will continue for decades,” said equalpride CEO Mark Berryhill.
The Advocate Channel will allow the publication to “return to the original spirit of the magazine,” Guerrero said.
compete for attention
Advocate’s editorial team is well aware of the difficulty of capturing consumers’ attention. Readers may only have 5 or 10 minutes to catch up on the news, so the publisher has to offer something unique. “We’re not competing with other outlets. We’re competing with how much time you really need to read online,” Berryhill said.